by September 2, 2011 0 comments

Survey Methodology

The survey reached out to 415 IT decision makers across 8 Indian cities and 8 industry verticals. The survey aimed to identify the best IT brands across 30+ categories for organizations with 100-499 and 500-1000 employees separately

The Users’ Choice survey this time was conducted among two categories of organizations-those with 100-499 and 500-999 employees. We reached out to the top IT decision makers in these organizations across the top 8 Indian cities through face to face interactions. Here, we reached out to 8 different industry verticals viz. Discrete Manufacturing, Process Manufacturing, BFSI, IT/ITeS, Healthcare, Education and Services (Logistics, Hospitality, Professional services).

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We originally started off with 38 product categories divided into 4 sections i.e. Hardware, Software, Solutions and Managed Services. The survey questionnaire sought information on 5 basic areas:

  • ‘Top of Mind recall’ for various brands in each product category.
  • Primary brand owned.
  • Brand preference for future purchase.
  • Reasons for using current brand.
  • Reasons for preference of future brand.

To identify the users’ choice for each product category, three parameters were analyzed– TOM Recall, Current Brand Owned and Future Preferred brand. Here, the future preferred brand was further divided into two data point–loyalty (percentage of loyal respondents for a particular brand out of total loyal customers) and shift (percentage of shift in respondents for a particular brand out of total customers planning to shift).

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Each of these parameters was assigned certain weigthage after a discussion between CMR and PCQuest. Further, a weighted score was calculated based on these scores, and then indexed to highest as 100.

Finally on the basis of derived Index score, users’ choice was identified for each brand category.

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